Vaughan Croeser, Vice President of Marketing at South African Breweries (SAB), has been named Loeries Marketer of the Year. The award recognises his leadership in marketing strategy, creativity, brand building and commercial execution.
SAB and the Loeries announced the recognition in Cape Town on 9 October 2026. Croeser becomes only the second SAB marketer to receive the accolade.
The award honours marketing leaders who have made an exceptional impact on brands, businesses and the broader marketing industry.
Vaughan Croeser Leads Award-Winning Campaigns
Under Vaughan Croeser’s leadership, SAB has delivered a series of impactful and award-winning campaigns. These include Castle Milk Stout African Time, Castle Lager Fans that Stood the Test of Time, Corona Sun Shadows and FIFA World Cup activations.
His approach brings together consumer insight, creativity and commercial discipline. According to the release, this combination has helped drive brand growth and business performance.
Vaughan Croeser Credits SAB’s Brand Teams
Responding to the recognition, Vaughan Croeser credited the people behind SAB’s brands.
“This award belongs to the incredible teams behind our brands,” he said.
“One of SAB’s greatest strengths is our ability to combine global scale with local relevance.”
Croeser explained that SAB draws on marketing expertise from its global network. At the same time, it empowers local teams to make bold decisions suited to their markets.
“That balance has enabled us to build brands that connect deeply with consumers and deliver sustainable growth for the business,” he said.
“I am incredibly proud of what we have achieved together and excited about what lies ahead.”
Khensani Nobanda Praises Creative Courage
Khensani Nobanda, Nedbank Chief Marketing Officer and a Loeries board member, praised Croeser’s contribution to the industry.
“Vaughan is the kind of marketer our industry needs more of,” she said.
Nobanda highlighted his ability to combine commercial rigour with creative courage. She also recognised his focus on the people, communities and culture that make brands meaningful.
“His influence extends far beyond SAB and continues to shape the standard of modern marketing in South Africa,” she added.
“He is a truly deserving recipient of the Loeries Marketer of the Year award.”
Pepe Marais Recognises Vaughan Croeser’s Leadership
Pepe Marais, Founder and Group Chief Creative Officer at Joe Public, described the award as long overdue.
Marais has worked with Vaughan Croeser for more than a decade. During that time, he has watched him develop into one of South Africa’s most respected marketing leaders.
“What makes him exceptional is his unique ability to combine commercial pragmatism with creative ambition,” Marais said.
“He has an instinct for great ideas, the courage to back them, and the leadership ability to bring people with him.”
Marais also praised Croeser’s approach to working with others. He said Croeser challenges people to raise their standards while treating them with respect.
“He is authentic, inspiring and relentlessly focused on excellence, which is why this recognition is so richly deserved.”
SAB CEO Celebrates Marketing Excellence
Richard Rivett-Carnac, CEO of SAB, said the award reflects Croeser’s strategic vision, creativity and leadership.
He added that the achievement recognises both Croeser’s talent and the strength of the marketing teams he leads. It also acknowledges the impact SAB’s brands continue to have on consumers across South Africa.
“Through a combination of consumer insight, commercial excellence and bold creativity, Vaughan and his team have consistently raised the bar for marketing effectiveness and brand building within our industry,” Rivett-Carnac said.
AB InBev Celebrates Vaughan Croeser
Marcel Marcondes, Global Chief Marketing Officer at AB InBev, also welcomed Vaughan Croeser’s recognition.
He said the award reflects Croeser’s leadership and the marketing talent developed across the business.
“The One ABI Way of Marketing ensures we deliver as one team with one standard,” Marcondes said.
He explained that the work of Croeser and the SAB team brings together consumer understanding, creativity and commercial discipline. He credited this approach with creating consistent, compounding growth.
“This is exactly the kind of marketing excellence we seek to deliver on our strategy to lead and grow the category,” he added.
About South African Breweries
SAB operates seven breweries and 42 depots in South Africa. It employs approximately 5,000 people and, according to the company, supports a wider beer economy of more than 250,000 jobs.
Its portfolio includes Castle Lager, Carling Black Label, Corona, Brutal Fruit and Flying Fish.
The company says it is committed to building enduring brands and providing consumers with balanced choices. It also works with communities, customers and partners to promote responsible consumption through evidence-based initiatives.
Vaughan Croeser’s award recognises his contribution to marketing leadership and brand building. Read our related coverage of Africa CMO 100’s recognition of South African marketing leaders, including Vaughan Croeser. Visit the Loeries website for information about the awards.
